The Brita Products Company Case Analysis

Executive Summary

The primary goal for Clorox’s Brita product line is to enter the faucet market and capture at least 40% of the total market share over two years. Considering the proliferation of Brita products in the filtered water industry, we expect little trouble from competition in entering the faucet segment. Our most troubling impediment is that we are not at all established in this segment and our primary competition (PUR) dominates and is spending 40 million dollars in advertising in the upcoming year. Additionally, PUR will be purchased by Proctor and Gamble, the world’s largest consumer product company. Our solution is to market our product toward young adults, ages 18-24. An alternative to this solution is to increase R&D for our product to make the filter more effective. Our last alternative is to position the product on shelves next to water bottles because the demand for water bottles is increasing.

Goal and Impediments

Through our introduction of our innovative Brita Faucet system, our goal is to capture at least 40% of the total market share over two years by adhering to the young adults, ages 18-24, who are the most health conscious with regard to water. Couric was concerned with how to move forward with the faucet-mount product line. If Brita were to market the Faucet Filter system with no focus segment, it would not be as profitable and would not be as efficient in increasing demand. If Brita were to focus more on the pitcher filters, they would not be able to take away market share as effectively from PUR.

Due to PUR’s superior filtration system, our main impediment would be capturing the health conscious segment. When Brita is compared side by side to PUR, the difference in water filtration is vast. PUR’s marketing strategy is to emphasis this difference and to gain the upper hand against Brita. This will definitely be problem for Brita because we are attempting to market toward the health conscious segment. However,...